本地生活服务O2O电子商务用户持续使用意愿影响因素研究

发布时间：2018-05-11 01:23

本文选题：本地生活服务O2O + 感知价值　；参考：《北京邮电大学》2016年硕士论文

【摘要】：随着互联网的不断发展,继B2B、C2C、B2C等电子商务模式的诞生后,O2O作为又一新兴的电子商务模型在近两年引起了行业内的追捧,而本地生活服务O2O作为O2O的一个分支,是目前O2O市场发展的重点。通过把本地生活服务与移动互联网相结合,本地生活服务O2O一方面以实惠的价格、便捷的服务吸引了大批用户,把线上支付与线下消费相结合;另一方面,本地生活服务O2O的商家可以通过完整的交易链获取用户数据,从而分析用户习性和特点,为产品的优化和推广提供数据支撑。本地生活服务O2O电子商务,挖掘出了本地生活服务线下的巨大商机。目前,本地生活服务O2O正处于发展初期,主要依靠融资形成价格优势吸引用户,各方面的服务还很不完善。因此,如何吸引用户持续使用本地生活服务O2O是一个很值得探究的问题。本文以本地生活服务O2O电子商务为研究对象,基于客户感知价值理论和期望确认理论,并结合本地生活服务O2O的特点,站在用户侧构建了本地生活服务O2O电子商务用户持续使用意愿的模型,从而分析了影响用户持续使用本地生活服务O2O的影响因素。通过运用SPSS软件和AMOS软件,本文实证证明用户感知有用性、感知成本和感知风险对用户满意的影响,并间接对用户持续使用意愿产生影响。最后,本文根据研究结论,对本地生活服务O2O的商家给出了有益的结论,以期帮助本地生活服务O2O健康发展。
[Abstract]:With the continuous development of the Internet, after the birth of the electronic commerce model, such as B2BU C2CU B2C and so on, O2O, as another new e-commerce model, has aroused the popularity of the industry in the last two years, while the local life service O2O is a branch of O2O. Is the current O 2 O market development focus. By combining local living services with mobile Internet, O2O, a local living service, on the one hand attracts a large number of users with affordable prices and convenient services, and combines online payments with offline consumption; on the other hand, The merchants of local life service O2O can obtain user data through a complete transaction chain, so as to analyze the habits and characteristics of users and provide data support for the optimization and promotion of products. E-commerce of local life service O 2 O, excavates the huge opportunity under the line of service of local life. At present, the local living service O2O is in the early stage of development, mainly depends on the financing to form the price advantage to attract the user, each aspect service is still very imperfect. Therefore, how to attract users to continue to use the local life service O 2 O 2 is a problem worth exploring. Based on the theory of customer perceived value and the theory of expectation confirmation, this paper takes O2O as the research object, and combines the characteristics of O2O of local life service. Based on the user side, a model of O2O e-business users' willingness to use local life services is constructed, and the factors that affect the users' sustained use of O2O are analyzed. By using SPSS software and AMOS software, this paper empirically proves the impact of user perceived usefulness, perceived cost and perceived risk on user satisfaction, and indirectly affects the user's willingness to use continuously. Finally, according to the conclusion of the research, this paper gives some useful conclusions to the local living service O2O merchants, in order to help the healthy development of the local life service O2O.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F719.9

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